The Australian fashion industry has experienced an unprecedented ecommerce boom in the past few years. But brands such as Incu are dedicated to enticing us to shop IRL, continuing to raise the bar for the bricks-and-mortar experience.

On Friday last week, Incu reopened its QV Melbourne store. Housing a curated edit of womenswear, menswear and lifestyle products across 713 square metres of well-designed space, it’s the brand’s largest footprint yet.

The store continues the signature minimalist ethos Incu fans have come to expect. There is a marble-clad entryway, natural timber finishes and an enormous granite counter at the point of sale. The team engaged long-time collaborator Akin Atelier for the design and commissioned custom pieces from Jardan.

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“We always try to reflect what we are proud of in our Australian surroundings, so we like to keep the space nice and bright, with a colour palette similar to what we would see in our landscapes,” Incu’s CEO Douglas Low says.

The pared-back palette leaves room for the true stars of the show: clothes, shoes and accessories from wish-list brands. Ready-to-wear pieces from international labels like Acne Studios, Jacquemus, Caes, Toteme and Dries Van Noten line the rails, and items from Incu’s namesake collection are also available for both men and women. Cult pieces such as Lemaire’s Croissant bags and Coperni’s trending totes are perched in the women’s accessories nook. A sneaker wall is stocked with classics and limited editions alike. And a dedicated lifestyle zone offers towels from New Zealand label Baina, skincare from Sydney brand Foile and Maison Balzac’s colourful wares, ready to bring a fashionable slant to your home.

If you’re yet to drop by, time your visit for August 12 when Japanese cafe Hikari will be serving up unagi onigiri, matcha financiers and batch-brew coffee.

Incu celebrated its 20th birthday last year. At the time, Incu’s co-founder Vincent Wu set out the brand’s vision for the future, telling Broadsheet, “We’re nothing without a community, so we’re going to be focusing on how we can facilitate relationships with brands and customers. We want to create spaces for like-minded people to connect.” The team is also behind the recent openings from Ganni and APC in Sydney shopping destination The Galeries.

Incu QV
Shop/12 Albert Coates Lane, Melbourne
(03) 9654 4725

Mon to Thu 10am–6pm
Fri 10am–8pm
Sat 10am–6pm
Sun 11am–5pm